WordPress 3 For Business Bloggers


WordPress 3 For Business Bloggers
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  • Use WordPress to create a winning blog for your business
  • Develop and transform your blog with strategic goals
  • Market and measure the success of your blog

Book Details

Language : English
Paperback : 346 pages [ 235mm x 191mm ]
Release Date : December 2011
ISBN : 1849511322
ISBN 13 : 9781849511322
Author(s) : Paul Thewlis
Topics and Technologies : All Books, CMS and eCommerce, Open Source, WordPress

Table of Contents

Preface
Chapter 1: A Blog Less Ordinary—What Makes a Great Blog?
Chapter 2: Introducing our Case Study—WPBizGuru
Chapter 3: Designing your Blog
Chapter 4: Images and Videos
Chapter 5: Content is King
Chapter 6: Search Engine Optimization
Chapter 7: Supercharged Promotion
Chapter 8: Connecting with the Blogosphere
Chapter 9: Analyzing your Blog Stats
Chapter 10: Monetizing your Blog
Chapter 11: Managing Growth
Index
  • Chapter 1: A Blog Less Ordinary—What Makes a Great Blog?
    • You can stand out from the crowd
    • Where do you fit in?
    • Not all business blogs are the same
      • Increasing sales
      • Adding value
      • A dialog with your customers
      • Raising awareness
      • Showing expertise
      • Providing customer service
      • Public relations
      • Driving traffic
      • Add some personality
    • Categorizing business blogs
      • Product blogs
      • Corporate or company blogs
      • News blogs
      • Expert blogs
    • The WordPress arsenal
      • Good design
      • Maximizing usability
      • Promoting your blog
      • Analyzing the statistics
      • Managing content
      • Monetizing your blog
      • Measuring success
        • Google PageRank
        • Alexa ranking
    • Summary
    • Chapter 2: Introducing our Case Study—WPBizGuru
      • WPBizGuru—the man behind the blog
      • Before and after
      • Goals and planning
        • Business situation
        • Strategic goals
        • The blog plan
          • Tactical goals
        • Implementation
      • An overview of the WPBizGuru makeover
        • Design
        • Content
        • Promotion and analysis
        • Generating revenue
        • Enabling growth
      • Summary
      • Chapter 3: Designing your Blog
        • Blog design principles
          • Layout
          • Color
            • Web color theory
          • Typography
            • Font replacement
          • Usability and accessibility
        • Implementing your blog design
        • A brief introduction to CSS
          • The early days of the web
          • Content and style
          • Looking at the code
          • The stylesheet
          • Applying the stylesheet
          • Tweaking the styles
        • Setting up a local development environment
          • Installing XAMPP
          • Setting the 'root' password for MySQL
          • Installing WordPress locally
        • Case study—WPBizGuru design
          • Setting up a child theme
            • Dummy content
            • Installing a new text editor
            • Creating your child theme
            • A closer look at style.css
          • The page layout
          • The default stylesheet
          • The header
          • The menu
          • Colors and fonts
          • The main content area
          • The sidebars
          • The footer
          • The finished theme
        • Summary
        • Chapter 4: Images and Videos
          • Image theory basics
            • Optimization
          • Images in WordPress posts
            • Thumbnail creation
            • Thumbnail size
            • Attachment size
            • Styling images
          • Setting up an image gallery
            • NextGEN Gallery
              • Creating an image gallery page
          • Using video
            • Embedding a YouTube video
          • Adding a favicon
          • Summary
          • Chapter 5: Content is King
            • Blog writing tips
              • Killer headlines
              • Length of posts
              • Post frequency
              • Links to other blogs
              • Establishing your tone and voice
              • The structure of a post
              • Ending with a question
              • A quick checklist
            • Categories and tags
              • The difference between categories and tags
              • Using categories
              • Using tags
              • Applying tags and categories to WPBizGuru
            • The About page
              • About you
              • About your blog
              • Anything to declare
              • The WPBizGuru About page
            • Other static content
            • Backing up
              • Backing up wp-content
              • Backing up the database using phpMyAdmin
              • Restoring the database from a backup file
            • Summary
            • Chapter 6: Search Engine Optimization
              • The principles of SEO
                • How search engines find stuff
              • Keywords
                • Choosing your keywords
                • Using your keywords
              • Permalinks
              • Title tags
              • Sitemaps
                • Adding a Google Sitemap
              • Inbound links
              • Robots.txt optimization
              • Using excerpts on the home page
              • Search engine submissions
                • The big four
                • DMOZ.org
                • Minor search engines and directories
              • SEO software and tools
                • Web CEO
                • Google webmaster tools
                • Firefox SEO extensions
              • Seeing results
              • Summary
              • Chapter 7: Supercharged Promotion
                • Syndication
                  • WordPress feeds
                    • Excerpts or full posts?
                  • FeedBurner
                    • Setting up FeedBurner
                    • Using FeedBurner
                • Blog indexes and search engines
                  • Ping-O-Matic
                  • FeedBurner's Pingshot
                  • Technorati
                  • Minor blog indexes
                • Using social networks
                  • Facebook
                  • LinkedIn
                • Using Twitter
                  • Setting up Twitter in WordPress
                • Social bookmarking
                  • Adding links
                  • Bookmarking tips
                • Summary
                • Chapter 8: Connecting with the Blogosphere
                  • Defining the blogosphere
                  • Why it's so important to be connected
                  • How to engage with the blogosphere
                  • The blogroll
                    • Managing your blogroll
                      • Adding categories and links
                  • Feeding off the blogosphere
                  • The importance of comments
                    • Fishing for comments
                    • Managing the conversation
                    • Moderation
                    • Dealing with negative comments
                    • Trackbacks
                    • Comment and trackback spam
                  • Installing a contact form
                    • Using the Contact Form 7 plugin
                    • Preventing contact form spam
                  • Summary
                  • Chapter 9: Analyzing your Blog Stats
                    • Key performance indicators
                      • Traffic
                        • Hits
                        • Unique visitors
                        • Visits
                        • Page views
                      • Subscribers
                        • RSS subscriptions
                        • E-mail subscriptions
                      • Comments and feedback
                      • Search engine results
                      • Inbound links
                    • Web analytics tools
                      • WordPress.com Stats
                      • Google Analytics
                      • Using Google Analytics
                        • Getting started
                        • Visitors
                        • Traffic sources
                        • Google AdWords
                        • Content
                      • Not an exact science
                      • FeedBurner Stats
                        • Subscribers
                        • Item use
                        • Uncommon uses
                    • Alexa rankings
                    • Summary
                    • Chapter 10: Monetizing your Blog
                      • Google AdSense
                        • Getting started with AdSense
                        • Creating AdSense ad units
                        • Using the AdSense code in WordPress
                      • Affiliate programs
                        • Amazon Associates
                          • Creating an Amazon Associates widget
                          • Using your Amazon widget in WordPress
                        • Affiliate networks
                      • Direct ad sales
                        • Banner sizes
                        • Where to place banner ads
                        • How much to charge
                        • Your media pack and rate card
                        • Rotating banner ads
                      • Paid reviews
                      • Case study review
                      • Summary
                      • Chapter 11: Managing Growth
                        • Keeping up with the workload
                        • Going mobile
                        • Managing increased traffic
                          • Installing WP Super Cache
                        • Outgrowing your web host
                          • Virtual Private Servers and Cloud Servers
                          • Moving WordPress to a new server
                        • Bringing in other writers
                          • How to find guest writers
                        • Introducing WordPress Multisite
                          • Getting started with WordPress Multisite
                          • Installing a network
                          • Managing your network
                          • Developing a blog network
                        • Summary

                        Paul Thewlis

                        Paul Thewlis has worked as a web communications professional in the public and private sectors. He is currently E-Communications Manager for a multinational transport company based in the UK. He began his web career as a Technical Editor, working on web design books for a well-known publisher. He has extensive experience of many content management systems and blogging platforms. He is an expert in the use of social media within corporate communications.


                        Contact Paul Thewlis

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                        Sample chapters

                        You can view our sample chapters and prefaces of this title on PacktLib or download sample chapters in PDF format.

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                        What you will learn from this book

                        • Develop a 'blogging business plan' - clarify your blogging goals and sketch out a process for achieving them in WordPress
                        • Build a custom theme so that the look of your blog immediately communicates your brand to visitors
                        • Engage with the blogosphere and create beneficial relationships with other bloggers, making the most of each other’s traffic and customers
                        • Optimize your site for search by incorporating good SEO practices into your blog strategy and content
                        • Use social media marketing such as Twitter, Facebook, Digg, Reddit, and Delicious to drive traffic to your blog
                        • Monitor visitors and analyze their activity using WordPress.com stats, Feedburner for your RSS feeds, and Google Analytics
                        • Manage adverts and implement revenue-generating features using Google AdSense and affiliate programs
                        • Incorporate multimedia on your blog, including video and image galleries

                         

                        In Detail

                        WordPress makes the business of blogging easy. But there’s more to a successful business blog than just churning out posts. You need to understand the advanced marketing and promotion techniques to make your blog stand out from the crowd, attract visitors, benefit your brand, and deliver a worthwhile return on your investment.

                        WordPress 3 for Business Bloggers shows you how to use WordPress to run your business blog. It covers everything you need to develop a custom look for your blog, use analytics to understand your visitors, market your blog online, and foster connections with other bloggers to increase your traffic and the value of your blog.

                        You begin by identifying your blog’s strategic goals before going step-by-step through the advanced techniques that will grow your blog to its full business potential.

                        You will learn how to build a custom theme for your blog and incorporate multimedia content like images and video. Advanced promotion techniques like SEO and social media marketing are covered in detail before you learn how to monetize your blog and manage its growth.

                        WordPress 3 for Business Bloggers will help you to create a blog that brings real benefits to your business.

                        Approach

                        This is a practical, hands-on book based around a fictitious case study blog, which you will build on a development server using WordPress. The case study grows chapter by chapter, from installing your local development server, right up to the finished blog.

                        Who this book is for

                        This book is for anybody running or starting a business blog using WordPress, whether you plan to use your blog for PR and marketing, or want to profit directly from blogging.

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